"Incubator in chief" Crispin Sheridan, VP digital and social optimization, SAP -- who has been with the company for two decades -- actually brought social media into the company and also cross-channel ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kevin Hill, founder and CEO at VuPulse.

Cross-channel attribution is the digital marketers' obsession, but it's a very tough nut to crack. Without accurate attribution, how do you assess a channel's marketing viability? Barb Mosher Zinck ...

The IAB’s recently released survey results confirmed what most marketers and advertisers are already thinking—2016 will (and has to be) the year for cross channel attribution. According to the ...

As the direct marketing world starts to make its way to Chicago for DMA2013, the Direct Marketing Association’s annual conference, Chief Marketer asked a number of marketing pros what they thought the ...

As digital marketers spread budgets to reach their omni-channel audiences -- or channel-agnostic audiences, depending on how you look at it -- measurement and attribution have become chief concerns.

In today’s more measurement-focused marketing world cross-channel attribution is a hot topic. Briefly, this is the science of using advanced analytics to allocate proportional credit to each marketing ...

While there have been technological advancements that enable more sophisticated multi-touch attribution models, many marketers are still challenged by connecting the dots and acting on the insights ...

Cross-channel attribution is about attributing the credit for marketing results to where credit is due. According to Forrester Research, about 87% of marketers and 85% of agencies misattribute credit: ...

Search engine giant Google recently announced a move away from its decade-old universal analytics platform to embrace a post-cookies, multi-channel attribution future with its new system, Google ...

As an ardent sports fan, most of my analogies revolve around sports — and so does my understanding of attribution in marketing. In basketball, there is a much-coveted achievement called the ...